Summer is just weeks away – and for luxury retailers, that means a significant increase in tire sales. Based on internal data tracking yearly sales, we’ve discovered a large increase in tire demand for high-end models beginning in June. Peaking to nearly 25% of all ROs in July, this spike in tire sales goes through August before returning to normal levels in September.
Timing is Everything: Create Campaigns Now
Although all dealers see escalated tire sales in the last two months of the year, only luxury stores experience a dramatic surge during the summer – and it’s the ideal opportunity to drive profit even further with strategic new tire campaigns.
Start the season by showing customers why summer tires make a difference on their luxury vehicle, or remind them of all the safety advantages before they get on the road. Help them start their vacations with more peace of mind by offering complimentary oil changes, multi-point inspections, or car washes to further drive the sale.
You can also feature personalized, limited-time specials, or use the extensive data in AutoLoop Essentials™ to create incentives and initiate promotions based on an individual’s prior activity. And by consistently reminding customers of your technicians’ extensive training and expertise – and their exclusive use of genuine OEM parts – on each communication, you’ll reinforce the expectation of premium care for their luxury vehicle in your service lane.
Identify, Target, Increase
To maximize your response rates, you can work with your Performance Manager to identify the top 50% of customers likely to buy tires in the next 30 days by using AutoLoop’s tire predictive model. Then, you can easily target that segment with the most relevant and strategic messaging. With the combination of a seasonal sales spike and AutoLoop Essentials’ comprehensive capabilities, you have multiple possibilities for peak profit on tires for luxury brands during the summer months ahead.
Need help creating or optimizing a new tire campaign? For more information on specific campaigns or on using AutoLoop Essentials in your store, please reach out to your Performance Manager.
Customer Only | January 10, 2019